Mixed News For Media Industry In AA Pocket Book

The Advertising Association’s 2002/03 Media Pocket Book has been published this week by the World Advertising Research Center. The book, which contains data from sources including BARB, Mediaedge:cia, Jupiter MMXI and Nielsen Media Research, contains mixed news for the media industry, which is still suffering from the downturn in advertising revenue.

According to the Media Pocket Book, in May 2002, 10% of adults surveyed said that they intended to purchase digital TV in the next 2 to 3 years, down from 20% a year before. 29% said they would “never” purchase it. It is predicted that there will be 2.9 million digital terrestrial television subscribers by 2007, and a total of 18 million subscribers to some form of digital TV by that time.

News for the press industry was mixed. Although 84% of adults were found to read a regional newspaper, total circulation of national daily newspapers has dropped by around 6% since 1997 and the number of consumer press titles dropped in 2001, for the first time in seven years.

The cinema industry is likely to welcome the publication of the book, since it says that 65% of the national cinema audience are ABC1 consumers, and that 61% of the audience are under 35 years old. Meanwhile, usage of the internet rose to 47% of adults in December 2001, compared to 23% in 1998.

Advertising Association: 020 828 2771 www.adassoc.org.uk

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